Born between 1997 and 2010, members of Generation Z represent a particularly interesting demographic segment when it comes to marketing strategies, as they are those who can be considered, for all intents and purposes, the first true digital natives .
Unlike the previous generation, Millennials, who experienced the rapid rise of the web and digital technologies, Generation Z has not experienced a pre-digital reality.
Although they are young people singapore phone number data who are now entering the professional world and therefore have an even more limited purchasing power than the previous generation, it is precisely because of this particularity that they are the expression of a significant paradigm shift in the relationship between the brand and the consumer , so much so that their relevance transcends simple demographic figures and their purchasing power.
But let’s see why.
Marketing strategies and Generation Z: the approach is “phygital”
Born and raised in the heart of the digital revolution, members of Generation Z are hyperconnecte, inform and highly aware consumers, who play an active role in creating and spreading trends.
All this is closely link to their discover the competency of a successful sales team intrinsic familiarity with technology that leads them to move with enormous ease between the real and virtual worlds, between online and offline realities: social networks, chats, communities are the virtual spaces where they socialize the most and build their identity.
The first digital natives are therefore the expression of an approach strongly condition by technology, and this aspect also has significant repercussions on their behavior and their purchasing habits.
Adepts of online shopping , which cob directory they appreciate the immediacy of the purchasing process, the security and reliability of the payment systems, they do not give up on buying in the physical store either , what they expect is to live truly omnichannel experiences .
From social networks to the online store, from the point of sale to customer service: Generation Z multiplies the points of contact with the brand and adopts hybrid approaches ranging from online purchase to collection at the point of sale (click & collect), from online product research to in-store purchase ( webrooming ) and vice versa ( showrooming ).
